Samsung sales drive Android’s UK market share to 58.4pc


Manufacturer had five of the top 10 selling phones in the UK in Q1, with the Galaxy S4 and HTC One set to continue the charge

Android continued to dominate the number one OS spot in the UK with 58.4 per cent of the market in Q1, driven by strong Samsung smartphone sales.

This is according to the latest smartphone sales data from Kantar Worldpanel ComTech, which shows the operating system’s share of the market has grown 9.1 per cent in the past year.

Apple iOS remains in second position with 28.7 per cent, but this is down 1.4 per cent from Q1 2012. Windows Phone continues to improve with share of seven per cent, up 4.1 per cent from a year ago, but BlackBerry’s share fell 10.2 per cent to 5.1 per cent.

In the three months to the end of March, Samsung accounted for half of the ten best selling smartphone models. The Apple iPhone 5 led the way with 15 per cent, with the Samsung Galaxy S III (pictured) accounting for 11.4 per cent of all sales.

Other Samsung models in the list werer the Galaxy S Mini in fourth with 5.7 per cent, Galaxy Ace in fifth with 5.4 per cent, and the Galaxy Ace 2 and S II in joint eighth with 3.4 per cent.

Smartphone penetration remained at 63 per cent, with smartphones making up 84 per cent of mobile sales.

Kantar Worldpanel ComTech global consumer insight director Dominic Sunnebo said: “Android is the top selling OS across key global markets, only beaten by iOS in Japan and now accounting for 93.5 per cent of the Spanish market.  We expect to see a further spike in its share in the coming months, as sales from the HTC One start coming through and the Samsung Galaxy S4 is launched.

“This will pile pressure on Apple, BlackBerry and Nokia to keep their products front of consumers’ minds in the midst of a Samsung and HTC marketing blitz.

“Samsung already accounts for half of the ten bestselling smartphones in Britain and much has been said in the past about Samsung’s strong distribution, but it is clear that one of the key drivers of Samsung’s performance is how targeted each device is. Kantar Worldpanel ComTech data clearly shows that different Samsung models are appealing to a very different type of consumer.

“The Galaxy Note II is popular with affluent 25-34 year old males, the Galaxy SIII Mini appeals to younger females, the Galaxy Ace to older females while the Galaxy SIII has broad appeal.  The fact that Samsung has so many models available in the market is not indicative of a scatter gun approach, simply a realisation that different consumers demand very different handsets, both in functionality, design and price.”